Why does content marketing matter to your business?

As the digital age of marketing evolves, it’s becoming increasingly vital to business survival to have a strong content marketing strategy.

Content marketing

Laptop, notepad, and pen sitting on a desk
Photo by Andrew Neel on Unsplash
  • Build a library of content: The good thing about creating compelling content is that it stays with you. When you post a blog or article, it adds to your existing library of content. After a period of time, these can add up and help brand your company and provide your audience with a high-quality content hub, where they can gain great tips, read inspiring stories, and check out user journeys.
  • Attract new users: Customers like helpful data and are more likely to engage with you if they see information/stories that seem interesting to them.

High-quality content is paramount to marketing

  • The eclipse of digital advertising: Banners, pop-ups, and other intrusive formats are plummeting in efficacy. Ad fraud is rampant, as are ad blockers. Marketers are challenged to reach consumers in ways that excite rather than anger them. Content marketing allows us to inform, educate, entertain, and provide utility. It’s there when our audience wants it rather than when they don’t.
  • Global content: International organisations are challenged to globalise their content initiatives. Attention must be paid to what types of content can be repurposed across channels and cultures, what content must be created and published locally, and what local successes can be amplified, repurposed, and shared in other territories and by other lines of business.
  • Personality and style: Content can easily be tracked and managed. We can measure the success of our content by how well it drives potential customers through a funnel. But there are softer returns on the investment into content. When done right, your content will start to give your product personality. Whatever the personality is, it must be intentional and authentic.
  • Engage with your current audience and/or those who have previously shown an interest in your product and service, while educating them on how your business can benefit them

Content marketing and communication

Content marketing allows you to use relevant customer communication channels and create tactics that support lower customer acquisition costs (CAC) and increase the awareness of your product/service.

  1. Grow your community of customers and enhance organic traffic (MoFu: Middle of the Funnel)
  2. Deliver qualified conversions through trials, lead magnets, and/or promos (BoFu: Bottom of the Funnel)

Building brand trust through marketing communication

Successful brands lean on customer trust. Here’s how your content helps to build that trust:

  • Video: The content marketing world is seeing a big leap towards video, and this is something you should focus on in your strategy. Promotional video: One that explains the value of your product/service, while remaining fun and engaging and avoiding being overtly advertorial. Establishing yourself as a thought leader/expert in your industry builds trust with viewers. Video also helps with things like SEO; you can introduce ourselves to a new target audience by providing them with the type of content they’re searching for.
  • Evergreen content: SEO plays a big part in online “word of mouth”. Having evergreen content means that you’re always sharing relevant information about your product/service when prospects make those types of searches. This should not be focused solely on self-promotion, you must make sure that you are part of searchable topics. Potential customers who come to you from your content are going to be warmer and more likely to buy than those who were cold-sourced.
  • Discount: If you already run an established company with a large customer base, you’re in a position to run promotional campaigns that allow new customers to apply discounts. For example, maybe you offer 10% off for new newsletter subscribers. Don’t forget about your loyal customers, too.

The content process

Never fall into the trap of creating content for the sake of creating content. Each piece of content should go through a thought-process. It can look a little bit like this:

  1. Create: Brief the content piece (stakeholder feasibility, asset planning, style definition)
  2. Optimise: Optimise your content for UX and SEO (editorial/QA review, backlinks where appropriate, insert into the content calendar)
  3. Publish: Publish to the relevant channels
  4. Promote: Market your content (distribute on your channels, communicate to customers, newsletters, paid ads)
  5. Measure: Measure content based on your key performance indicators (i.e. conversion rate, organic traffic, etc.)
  • New customers: People in the early stages of buying from you
  • Churning customers: People who are starting to look at competitors (maybe their relationship with you has gone stale)

Customer lifecycle content example

When you’re launching a new brand, product, or service, there will be different ways of marketing throughout the customer journey. Here’s an example of how it could look:

  • Create an engaging piece of content that aims to inform your audience about what’s new — deter from inauthentic self-promotion
  • Create a video (50 seconds to one minute in length) that intrigues, excites, and captivates your audience into wanting to find out more
  • Use social media outlets as a way to distribute information, and change cover photos to announcement banners
  • Work with influencers, partners, and friendlies to share and collaborate on your announcement
  • Build momentum by emailing your user base and highlight any perk
  • Email campaigns: This type of content succeeds because it allows you to be more personalised with your audience and can enable up-selling of different products/services

Key performance indicator ideas

Key performance indicators (KPIs) are how we measure the success of various parts of the business. For content marketing that allows for a URL, you can use a UTM. A UTM allows you to track the performance of each campaign and lets you see which content types are performing best.

  • Increased converted prospects (people buying from you or making a commitment)
  • Increased conversion rate (for example, your conversion rate from traffic to buyers increases by 3%)
  • Gaining a good average CPA (cost per action)
  • Promoting brand trust (e.g. track social media traction amongst influencers and coverage in trustworthy publications)

Photographer and writer. Based in Scotland. Using Medium for opinion pieces, marketing advice, and motivational articles. https://www.laurenmacneish.com/

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